Brand Marketing Manager, Own Brand

4 weeks ago

City of London, United Kingdom Liberty. Full time

Introduction: Founded in 1875, our long history has been built on innovation, craftsmanship and above all, incredible talent. Born from the adventurous spirit of our founder, Arthur Lasenby Liberty, we remain true to our heritage. From our fulfilment centres to our flagship store, passion, vision and dynamism are part of our DNA – and that extends to our team. Job Purpose: The Liberty Brand Marketing Manager will be pivotal in building the global brand equity and commercial growth of Liberty’s own-brand product categories (including RTW, Home, Accessories, and Jewellery). This role will drive the overarching brand strategy and multi-channel communications for these products, ensuring the brand is positioned at a premium luxury level across all target markets. Reporting into the Head of Marketing - Brand & Fabrics, this role will act as a key brand guardian, translating the artistry and heritage of Liberty's prints and products into compelling, multi-channel marketing strategies. The manager will be instrumental in centralising the brand working group and overseeing the execution of communications plans to achieve key company objectives. Key Responsibilities: Global Brand Strategy & Planning Develop and implement communication strategies across all markets to position the brand at a premium luxury level. Plan and manage multi-channel marketing campaigns and brand launches (excluding Beauty) to drive sales domestically and internationally. Conceptualise product launches, activations, and major campaigns, ensuring creative execution aligns with Liberty’s visual identity and tone of voice. Cross-Functional Collaboration & Insight Partner with Product Development and Licensing teams on customer research, market insights, and upcoming launches. Use customer segmentation and data insights to inform targeted B2C campaigns and manage the luxury customer lifecycle. Collaborate with E-Commerce, Retail Marketing, and digital teams to ensure cohesive omni-channel storytelling, including in-store experiences and editorial placements. Digital Marketing & Performance Lead multi-channel campaigns across digital, social, PR, and traditional media. Oversee paid media campaigns, monitor ROI, and optimise performance. Maintain brand consistency and storytelling across all channels in partnership with Head of Content. Operational Management Manage the Brand’s annual budget and ensure efficient resource allocation. Lead the ‘Brand Hub’ working group to plan and execute all brand communications and initiatives. About You: Brand Marketing: 7+ years in an in-house brand marketing role at manager level, ideally within global luxury, fashion, or vertical retail. Dual Channel Awareness: Strong understanding of both B2C and B2B marketing, with experience balancing complex strategies. Multi-Channel Expertise: Proven ability to develop campaigns across digital, social, and traditional channels, with knowledge of performance metrics. International Exposure: Experience leading a brand in international markets, especially the USA, with deep knowledge of the luxury sector. Leadership: Minimum 5 years managing teams, inspiring cross-functional collaboration, and working with external agencies. Core Skills: Excellent planning, project management, and organisational abilities; self-driven with strong communication and problem-solving skills.

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